The top-10 best ideas for... boosting the bottom line

1 Gross profit

Once upon a time I thought this referred to my local doctor - it was only when I made a conscious decision to get some proper training that I realised its importance. I had previously included the VAT when working out my pub's gross profit, which I later learnt was completely wrong and gave a much healthier picture than the true figure. Having a sound understanding of what gross profit is gives you control of your business and makes you money.

2 Training matrix

Staff need to be trained in every part of their job, right down to the best way to clean out ashtrays. Devise a comprehensive table with all the tasks that need doing along the top, and the names of each member of staff down the side. Place a different coloured sticker in each box to state what stage each member of staff is at with each task. For instance: untrained; started training; fully trained; and able to train others. Once staff are fully trained up to your standard on particular tasks, you can ask them to train others.

3Use the "Eye Dwell" model When a customer looks at a menu his eyes are automatically drawn to the top right-hand corner, then to the top left and down to the bottom left corner, before returning to the top right. Take advantage of this by picking out the item that will give you the most GP and placing it in the top-right corner of the menu. Watch how sales of this item increase.

4Signature dish Make your pub known for something. It could be anything from pies, pasties, or pizzas, as long as they're of the best quality. I think it was the chef Raymond Blanc who once said: "Even if you only do burgers, make sure they're the best burgers in the world."

5Reservations

When a customer phones up on a busy Saturday night wanting a table for 8pm, it is all too easy not to consider the consequences of accepting what would be the fourth group booked in for that time. Create a book that staggers the bookings and brief all staff on how it works. If a customer calls and asks for an 8pm slot - which is already looking quite busy - he will not mind being offered 7.45pm or 8.15pm, and your chef will love you for it.

6Table service

Another chart - this time to help you and the bar staff keep on top of what stage each table is at. Have menus been delivered, drinks orders taken, bread put on the table, food orders taken, knives changed for any steak orders? Create a tick box for each stage - you will find it also acts as a memory jogger for your staff. Including reminders, such as "have you asked the table if they want coffees/ liqueurs", could also increase sales.

7Garden service

If you have a large garden you may find customers prefer to sit there with an empty glass than make the effort to return to the bar. Why not send one of your

bar staff outside with a wheelbarrow filled with bottled beers, single-serve wine bottles and a range of soft drinks? Get them to wear a money belt, too, as this will also allow customers to pay up-front.

8Market your pub

Befriend a local business - if you are

in the country, a farmer or nearby

tourist attraction will do the trick -

and ask them to stick up a sign with brief

directions of how to find the pub and infor-

mation on any crowd pullers you have, such as a beer garden. The local business may ask a small fee for this - up to a few hundred pounds - but the increased footfall, and, therefore, turnover, will far outweigh this cost.

9Design a logo

Create a simple logo you can put on everything from brochures and cards to fliers and menus. What is your pub all about? Is it the sea views or the amazing pies? Use this idea in your logo and people will instantly remember your pub.

10Remember your team

Above all, remember that your staff are your main, if not your only, point of contact with

customers. Yes, your own personal standards

need to be met in your absence, but it is only through your team that this can be realised. Why not start a bonus scheme to encourage them to

do the tasks well.